Geotargeting allows advertisers to reach digital users with relevant ads and messaging based on their location. The more relevant your ad is to a consumer, the more likely they are to consider your product or service. Adding strategic geotargeting to your digital campaigns is a great way to attract potential customers to your website or brick-and-mortar location!
These geotargeting examples are just a few of the ways you can increase the relevance of your ads with location-specific strategies.
How to Use Geotargeting
Target Location-Specific Keywords
Geotargeting doesn’t mean you’re only interested in someone’s physical location. Although geotargeting makes it possible to target generic searches like “fitness centers” with local ads in your neighborhood, it’s still important to target location-specific keywords. By including queries like “Buffalo fitness center,” you can also reach consumers outside of your target geographic area.
It’s also a good idea to include your target location in your ad title or description. This way, if your ad text matches the searcher’s query, those words will appear in bold. In addition, using local jargon, tourist destinations and nearby landmarks can help your ads appear more relevant to users searching nearby.
Create Custom Landing Pages
It’s important to provide potential customers with relevant information once they reach your website as well. Landing pages tailored to a specific location offer a more personalized user experience. When a searcher visits a customized landing page with a message that speaks directly to their location, they’re more likely to convert.
If you have the resources, building customized landing pages for each of your targeted locations assures visitors they’re in the right place. Your ads and corresponding landing pages should contain keywords and information relevant to the audience you are targeting. This way, they know they found what they’re looking for!
Direct Ads to Local Venues
Geotargeting technology is powerful because it allows you to reach potential customers in real-time. You can target your audience in places they’re likely to be, such as stadiums, colleges, hotels, airports and malls. Some venues, such as stadiums, universities or parks, also offer great opportunities to target potential customers who may be attending a specific event.
Reference Past Consumer Behaviors
Knowing a consumer’s location history can help you understand a lot about that person’s preferences. For instance, you may assume that someone is likely interested in your products, based on where they currently shop. With geotargeting, you can utilize this behavior to target potential customers with relevant ads, even if the consumer is no longer in a specific location.
You can also infer location with browsing history. Utilizing consumers’ search history, you can show location-specific ads to potential customers searching for something outside of their current physical location. For example, a user searching for things to do in Buffalo while in Boston is probably planning a trip. A Buffalo restaurant, hotel or attraction can then use this data to deliver timely, relevant ads to a potential customer.
Define a Radius Around Your Business’ or Competitor’s Locale
Geofencing allows you to set up a specific radius around a physical location, whether that be your store or a competitor’s location, in which ads can be delivered to relevant users. Your geofencing ads may include specific messages, such as location-specific language or a store locator.
For example, your restaurant could use a 2-mile radius to reach people nearby at lunchtime. You can also use geoconquesting to send ads or messages to consumers near a competitor’s store.